Sunshine Yoga Center: Strategic Marketing for Sydney Yoga Center

This assignment presents a comprehensive marketing plan for Sunshine Yoga Center, a proposed yoga center in Sydney. The plan emphasizes the importance of online presence, particularly through a user-friendly website, and outlines strategies for Search Engine Optimization (SEO) to improve search rankings. The assignment details an AdWords campaign strategy, including campaign structure, keyword selection, ad text examples, budget allocation, and targeting options. It discusses the target audience, ad serving options, keyword bidding, and location targeting. The assignment aims to achieve specific metrics for impressions, clicks, and conversion rates. The plan highlights the need for clear and concise messaging on the website, easy navigation, and mobile-friendliness. Furthermore, the plan addresses the importance of internal linking and call-to-action optimization to maximize website effectiveness and drive customer engagement. The assignment also provides an overview of the business's mission to promote health and wellness in Sydney through yoga, distinguishing itself through quality service, expert instructors, and a focus on the needs of the community.

Running head: SUNSHINE YOGA CENTER 1
Student name
SUNSHINE YOGA CENTER
Date

SUNSHINE YOGA CENTER 2
Overview
Sunshine Yoga Center recognizes that there exist profound opportunities in Sydney. The
need to keep fit and fight lifestyle diseases has brought about the need for Yoga centers in
Sydney. Sunshine Yoga Center sees the numerous benefits as well as the potential growth that
may result from setting up a Yoga center within Sydney town. This will help set the pace and
help people to reduce minor illnesses that arise from lack of exercise. Sunshine Yoga Center
recognizes that exercise is an important component for the health of an individual. It is therefore
important to provide Yoga centers where people can come and exercise.
This is a great business opportunity since not many people have enough space to
exercise. Sunshine Yoga Center seeks to set the standard and led the pack. In so doing, Sunshine
Yoga Center will rely on quality service as the foundation for this business. Sunshine Yoga
Center understand its consumers within Sydney needs to be informed about the need to burn
extra fats. This will require various modes of communication with the major channel of
communication through the business’ website.
Sunshine Yoga Center primary mission is to become the leader in giving physical excises
service in Sydney. Sunshine Yoga Center will liaise with the government to ensure that even
those who are sick are given the opportunity to exercise. This is what will set Sunshine Yoga
Center apart. Sunshine Yoga Center is not just a money minting business but rather a business
that cares about the welfare of Sydney people. Sunshine Yoga Center recognizes that the sick
really need to exercise in order to recover quickly. This will involve light exercise that can help
the sick to relax and meditate. The major objective of this business is to help client live a better
life through doing enough exercise. Sunshine Yoga Center will also provide its customers with
the information they need with regard to health and exercise.
Timing is what will give Sunshine Yoga Center a competitive advantage in this area. As
at currently, there are no serious competitors in this specific area. Moreover, there is a huge
demand for Yoga in Sydney. The sedentary lifestyle that people live today has made it
impossible for people to naturally exercise. This is what has necessitated Sunshine Yoga Center
to look in this direction and come to the rescue of the general public of Sydney. Sunshine Yoga
Center has the best experts in the field of Yoga and thus will provide the best service to its client.

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SEO and User Friendliness
Sunshine Yoga Center recognizes that online presence is vital. For a business to be
successful especially in this particular century online presence is mandatory. More people are
online and the best way to reach out to such people is through online platforms. In this regard, it
is important to improve on the friendliness of Sunshine Yoga Center website. However it must
be noted that making a website effective has nothing to do with bright lights, it is about how a
message is conveyed. Messages must be clear and concise (Ba, 2016).
A website that is user-friendly needs to be simple. No pop ups, no revolving buttons and
such like. A website with several pop ups tends to distract the visitor from getting the very core
purpose of the website (Cuellar, 2016). A website needs to convert visitors into potential clients
so in must not obstructs the message therein.
Navigation is another very important feature. A website must be easy to navigate. This is
the only way a visitor to the website can get to know what Sunshine Yoga Center is all about and
the services it offers. This, therefore, calls for the use of contrasting colors to make navigation
buttons stand out (Goss, 2010). In addition, websites should be made to be mobile friendly since
many people now use mobile phones to search for information online
For search engine optimization (SEO), the use of the internal linking structure is one of
the surest ways by which SEO can be improved. This internal link structure should be made to
follow a pyramid formation. The main idea of doing this is to help minimize the total number of
links that tend to occur between the homepage and the web page (schilla & Mark Wright, 2017).
Bolding content links are also very important as it makes them stand out. This is very
important just in case the reader needs to gather more information. It is also important to
optimize call to action (CTA) links. This is very important since it helps in maximizing the
conversation rate of the website (Tyler, 2014)
The positioning of a call to action (CTA) is very important and it should be placed above
the fold (Quincy, 2014). A call to action should be made big enough and above all, it should be
optimized for each particular device.

SUNSHINE YOGA CENTER 4
Proposed Ad Words Strategy
Number of campaigns and the focus for each campaign
In this campaign, four Ad groups will be put to use. These four will be for a start. They
will focus on event timing, ticket sales, locations as well as the players. Once key word
popularity is available then more ad groups will be incorporated.
Keywords and negative keywords
Generic Yoga related keyword will be used during this campaign this will help avoid the
use of key words that are practically not active. Yoga generic keywords will be used to so that
they can be posted to clients looking for Yoga centers in Sydney. Those looking for Yoga related
information will also be able to benefit from this.
Text for at least two AdWords versions for an ad group
To promote Sydney Yoga center successfully on the Google Network, text ad words will be
used. The text ADWords for an ad group will include
 Special rates until end of the month. No booking fee.
 Looking for a Yoga center. Join for free this month.
There will be at least 2-5 ads per group.
Daily and weekly plans for spending the campaign budget (US$250)
A round $ 73 dollars should be set aside weekly. The $250 ought to be used 100%.
However, not all of it should be used before major event planned for Sydney Yoga takes place or
before the end of the project. This means that it is important to allow for budget allocation after
major events. This will be very important given that there is likely to be a lot of interested
generated that would benefit Sydney Yoga center as a result of the offline publicity.
Network(s) for their AdWords ads
The ads should only be displayed for searched and not for networks. This will be a very
key component of this campaign.
Target audience settings

SUNSHINE YOGA CENTER 5
The target audience here is the general public, men, and women from various walks of
life of various classes. This is very important given that health is an issue of public concern.
Everybody needs to be healthy.
Ad serving options
The ads copies will be enhanced to create agency and excitement. This will need
continuous monitoring.
Keyword bidding
This campaign will use Google suggested keywords. However, there may be the addition
of complex phrases given the nature of Yoga. This will be for purposes of clarity.
Location targeting
Location targeting will be very much appropriate in this case. This is due to the fact that
the target audience is generally from Sydney. Searches by geography will therefore be very
important for this campaign. Moreover, there are those who are particularly interested in Sydney
and thus they can gain a lot by geographical searches.
Aims for impressions, clicks, CPC and CTR
Targeting a CTR of about 1 to 2 percent will be okay in this case with a CPC of about 10
to 15 cents.
Proposed success metrics
The success rate is likely to be about 90% given that this will generate more clicks. This
is because optimization efforts will also help in making the website user-friendly.

SUNSHINE YOGA CENTER 6
Works Cited
Ba, C. (2016). SEO Techniques. Writing Skills, 45-48.
Cuellar, S. (2016). SEO and Content Marketing. Chicago: Penguin.
Goss, T. (2010). Tools for Change . New York: CRC Press.
Gullen, S. (2016). The Art of Writing: Tips from an expert. Content generator, 56-59.
Quincy, E. D. (2014). The Art of Writing . New York : Oxford Univesity Press.
schilla, C., & Mark Wright, T. (2017). How to increase your ranking: An experts point of view.
Better Writing, 50-62.
Spencer, M. (2015). The Art of SEO. New York: CRC Press.
Tyler, T. (2014). Digital World. New York: CRC Press.